Alex Feltwell

Atomise

Top-tier tech without the hassle, heroics, or hefty price tags

Chief Executive Officer

Contractor roles within Wealth Management and Technology

Consultant

Bravura Solutions

Global Head of Solution Design & Head of Engineering, UK

Global Head of Solution Design

DST Bluedoor

Responsible for managing Bluedoor's UK Business Analysis Team including recruitment, training and consultancy support

UK Head of Business Analysis

Apps & Analysis Limited

Owner of Apps & Analysis.  Isle of Man based business consultancy and mobile app provider.

Managing Director

Royal Skandia

Lead the feasibility analysis of Skandia's wealth management platform for the German, Austrian & French Markets

Devised an implemented a reconciliations framework for the migration of Skandia's portfolio bond book of business.

Instrumental in the reduction of load and mapping errors within Skandia's Migration Project

Lead Business Analyst

Analysis 21 Limited

Through Analysis 21 I have launched two successful mobile app development companies: MobileApps21, who provide bespoke mobile apps at a fixed price and AppiBunny who provide truly affordable content rich white-labelled apps.

Aviva plc

Background:
 
Pensioner data held on the previous system was incorrectly administered. This resulted in benefit data being held incorrectly and assets which should have been held separately (as they related to separate tranches of pension) being held in a single portfolio. The project was required to separate assets to their constituent parts and recalculate the benefits.
 
Initially Aviva selected a 3rd Party Supplier to perform the calculations and corrective action.
 
Roles & Responsibilities: 
 
Initially my role on the project was to act as a technical project manager, overseeing the work done by the 3rd party, sourcing and supplying data to support their work and ensuring the technical solution was fit for purpose.
 
Following an acceleration of the project I became more of a technical resource. I was responsible for developing a robust Excel calculation system for recalculating the benefits and asset allocations. The results were exported to a database ready for migration.
 
My final role on the project was to act as an SME and oversee the migration of the data on to the new system.

I was Instrumental in the design and delivery of a calculation engine to recalculate customer positions following the corruption of their data by the previous system. My role has included providing the overall solution, managing a team of 12 business analysts, approval of all project designs, liaising with the third-party development team, analysis and correction of input data, approval of test scripts and strategy and leading the design committee governing the development of the software. In addition to this I worked as the conduit between senior business stakeholders/NU directors and the development team. The programme was extremely pressurised and was under FSA scrutiny.

Lead Business Analyst on the operational recovery programme for the Lifetime WRAP. The overall aim of the project was to redefine the Target Operating Model.  The role was split in to two distinct phases, backlog reduction and future stabilisation by redefining people, process and systems.  My initial area of involvement was in their Transfers department who faced a 6500 case backlog.  By identification of workarounds to compensate for defective systems, redesigning of operational processes and production and design of MI along with management and supervisory duties this was reduced to zero backlog over an eight week period. As a result of the successful recovery of this department I was then asked lead the application of this recovery method to the remainder of the operation. 

Areas of work covered: definition of Target Operating Model, requirements gathering, process re-engineering, liaising with third party providers, development of MI and reporting frameworks, development of Excel VBA tools to provide medium term IT systems to support the operation, senior stakeholder management & operational recovery.

Senior BA on business change programme integrating web-based WRAP provider in to Norwich Union. I worked on tactical initiatives around end of year reporting and tax vouchers. My most significant achievement was redesigning the annual statements process to include the use of a 3rd party printing company. By redesigning the way reports were generated, the overall production time was reduced from 4 days to 8 hours. Areas of work covered: requirements gathering, stakeholder management (this was key in a hostile and rapidly changing environment following the acquisition of Lifetime), and process design, liaising with 3rd party providers.

Senior Business Analyst

HBOS

Senior BA on 3 e-commerce initiatives providing interactive web chat, public site overhaul including the integration of search functionality using Google and the provision of change of address functionality within the secure online banking site. Areas of work covered: requirements gathering, creation and running of invitation to tender process, user interface specification, stakeholder management, post-live support and liaising with 3rd party providers at a technical level.

Norwich Union

Senior Business Analyst responsible for two key actuarial reporting processes.  This programme had the high level aim of reducing reporting time to 20 calendar days from the previous level of 35. In this role I performed a thorough review of people, process and systems to reduce reporting down to 20.  The most successful aspect was the redefinition of workflow that provided nearly 15 days for review and manual adjustment of results. Areas of work covered: requirements capture, business process re-engineering, workshop facilitation, use case creation, report specification and user interface specification. End to end project life-cycle involvement

I’m Alex Feltwell, CEO and co-founder of Atomise, where we believe that transformative tech solutions shouldn’t come with hassle, heroics, or hefty price tags. At Atomise, we specialise in digital transformation, scalable software solutions, and DevOps, helping ambitious businesses overcome complexity and thrive in an ever-evolving digital world.

With years of experience in leading consulting and tech projects across multiple industries—including some of the UK’s largest fintechs—I’m passionate about simplifying the complex and empowering businesses to scale. My approach is built around clarity, collaboration, and innovation, ensuring that every solution we deliver is tailored, adaptable, and designed for long-term growth.

Here’s how I can help:

Transform your business with scalable tech solutions that align with your goals.
Drive innovation through custom-built systems that grow with you.
Streamline operations with our expertise in DevOps and cloud solutions.
Whether you're an established organisation or an ambitious startup, I'm always open to connecting and discussing how we can help your business achieve its full potential.

Let’s talk about innovation, transformation, and growth. 💡

Founder

Helping businesses be successful via our ethos of working together

Three years ago today, I registered what would eventually become Atomise with Companies House.

Back then, there was no identity, no clients, no pipeline, and honestly, no real idea of what this company would become!

Mike Blamires wasn’t even on board yet. All I had was a belief that our pragmatic, collaborative approach to solving tech problems had value — and a hope that we could find a way to share that with the world.

Looking back, it hasn’t been a straight line. We’ve made mistakes. We’ve learned lessons the hard way. And if there was a shiny SaaS tool promising to make life easier, chances are I signed up for it. (Some twice. I am, without question, an ad man’s dream.) Slowly, very slowly, I’m being weaned off the addiction!

But those experiments — the good, the bad, and the “why on earth did I pay for that?” — have all been part of the learning curve. More importantly, this journey has given us connections that have genuinely changed us: not just how we approach challenges, but who we are as people.

The highs and lows of #entrepreneurship are real (the photos here capture that well). But I wouldn’t trade them, because every step — every mistake, every win, and every unnecessary subscription — has shaped Atomise into what it is today.

Here’s to the next three years: more lessons, more connections, and maybe… just maybe… fewer SaaS trials. 🚀

#Entrepreneurship #Reflection #BusinessJourney

💥 Couldn’t be prouder of the team at Atomise!

Being named finalists in three categories at the South Holland Business Awards 2025 is an incredible achievement.

Every nomination is recognition of the hard work, creativity, and dedication our team puts in every day to deliver real results for our clients.

Huge thanks to the Lincolnshire Chamber of Commerce
for championing local businesses and creating such a great platform to celebrate success across the region. 👏

#SouthHollandAwards #Atomise #Innovation #CustomerCare #BusinessExcellence #TeamAtomise #LincolnshireChamberOfCommerce

🎉 We’re finalists — in three categories! 🎉

We’re thrilled to share that Atomise has been shortlisted for:
 🏆 Business Innovation of the Year
 🏆 Excellence in Customer Care
 🏆 Business of the Year

A huge thank you to our amazing clients and partners for your continued trust and support — and to the Lincolnshire Chamber of Commerce
for recognising the incredible businesses across our region. 🙌

This recognition is a true testament to the hard work, dedication, and passion our team brings every single day.

We’ll be celebrating this milestone regardless of the outcome — and wishing the best of luck to all the outstanding local businesses nominated this year! 💙
#SouthHollandAwards #LincolnshireChamberOfCommerce #Atomise #Innovation #CustomerCare #BusinessExcellence #TeamAtomise

South Holland Business Awards 2025

I’ve lost count of how many times I’ve watched The Matrix.

Not because of the action - but because for me it’s the best film ever made about systems.

There’s a line from The Architect that gets me every time:

“The first Matrix I designed was quite naturally perfect.
It was a work of art — flawless, sublime.
A triumph equaled only by its monumental failure.”

Every system designer knows that feeling.

You build something beautiful - airtight logic, clean architecture, perfect assumptions 

 …until the real world gets involved.

Regulation changes.
Markets move.
Users behave irrationally.
A product that you're interfacing with makes a breaking change.

Suddenly, your perfect rules don’t apply.

I wrote about this in my latest post:
how real-world constraints are what make or break your system -
and why designing for imperfection is what creates true agility.

👉 The goal isn’t perfection.
👉 The goal is survival — building systems that bend, adapt, and evolve.

If your systems look flawless on paper but fall apart in the real world…
this one’s for you.

🔗 Read the full post: https://lnkd.in/ebqAfrxD

#TheMatrix #SystemDesign #WealthManagement #AgileDelivery #DigitalTransformation #TechLeadership

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